Target Targets Active Wear Market With New 'All In Motion' Line

Target is launching a new active and sportswear line for men, women and children called All in Motion that will have sizes for the teeniest to the heftiest among us and a marketing campaign that the company avers  “will continue its commitment to no retouching.” 

“Made for every move, priced for every day. Find it online 1/17 and in stores 1/24,” it announces in an Instagram post.
Target expects the new brand will help it gain market share in the category, Target spokeswoman Courtney Foster tells  the Minneapolis Star Tribune’s Kavita Kumar, revealing that All in Motion is expected to hit $1 billion in sales in its first year. 

“That would make the line -- which will be the only Target private-label brand to span women's, men's and kids’ apparel -- one of the retailer's larger brands in its portfolio. Cat & Jack in children's and A New Day in women's, which have been some of Target's more successful newer apparel lines, are also billion-dollar-plus brands for Target,” Kumar reports.

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All in Motion will replace C9 by Champion, a licensed brand from Hanesbrands that Target has carried exclusively for more than 15 years.

“Fitness looks different for everyone -- we move differently, adapt to training differently, even sweat differently -- so the clothing that supports us should follow suit,” Samantha Brodsky writes  for PopSugar

“The women's apparel will range from sizes extra small to 4X and include T-shirts, tanks, shorts, skorts, sports bras, and swimwear. There will also be a men’s line in sizes small through 3X and a children's line in sizes extra small to XXL. What's more, look out for polos, light outerwear, and equipment such as stability balls, yoga mats, and hand weights,” Brodsky adds.

“With the launch, the retailer is also continuing its commitment to inclusive marketing…. You’ll see a variety of body types -- both straight and plus size -- wearing the brand when you shop online. And if you decide to buy in-store, you'll find mannequins in sizes 4, 10, and 16 wearing the pieces,” Shea Simmons writes  for Bustle.

“This is a brand that was created for everyone,” Jill Sando, Target's senior vice president and general merchandise manager of apparel, accessories and home tells USA Today’s Kelly Tyko. “Regardless of your style, your athletic level and wherever you are at in your fitness journey, this will feel like a brand that was built for you.”

“After listening to and sweating alongside more than 15,000 men, women, and kids across the country, one thing became abundantly clear to us: Guests are seeking quality activewear and sporting goods that they trust will perform  -- at an affordable price,” Sando says in the company’s news release.

“Prices for the tops, shorts and leggings are typical Target, ranging from $3.99 to $69.99. No footwear, yet,” writes Brian Sozzi for Yahoo Finance.

“One could expect Target to hype up the attributes of the clothing in stores and online -- Target says the apparel features technology (see stretch materials) comparable to premium activewear brands. The company also noted the majority of the products boast sustainably sourced materials (memo to disposable fashion king Zara -- this can be done),” Sozzi adds.

“Though not necessarily a direct hit to leading activewear companies like Nike, Adidas, and Under Armour, the All in Motion collection will likely be a draw to shoppers looking for more moderately priced athletic wear. Most pieces in the collection will be under $40, though prices will range from $3.99 to $69.99, a much smaller price range than exists in collections from higher-priced activewear companies like Lululemon,” Shoshy Ciment writes  for Business Insider

But it’s not good news for Kohl’s, which reported a 0.2% comparable store sales decline for the holiday season on Thursday, sending shares down 6.5%, Tonya Garcia reports  for MarketWatch.

“Prior to the announcement, Kohl’s stock was downgraded at both Jefferies and Cowen. Both pointed to the weakness in women’s, which Kohl’s acknowledged. However, both also say that Target is becoming the retailer of choice in this category,” she adds.

The Cowen note did point out that Kohl’s is growing in the active category. 

“We are encouraged by continued momentum in active, as the retailer has done a good job of expanding square footage and providing shoppers with a compelling assortment,” its analysts said.

But now there’ll be a new competitor on the knock-off Pelotons.#Target #Kohl’s #activewear #athleisure #fitness

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